Landing Page and Quality Score

Recently, I launched a gay marriage themed campaign for a hotel group landing page. The hotel group is located in Washington, DC. They are targeting the LGBT community since gay marriage was recently legalized. Therefore, their promotion was a gay marriage travel special. Although the keywords “gay marriage” were in the ad copies and keywords, they were not on the landing page.

For a two week period, their stats were as follows:

CTR = 2.49%

Impressions = 763

Clicks = 19

Average CPC = $1.50

Quality Score = 4.48

Then, I added the “gay marriage” keywords on the landing page, and collected another data set over the next two weeks.

Data set for the next two weeks are as follows:

CTR = 5.08%

Impressions = 1458

Clicks = 83

Average CPC = $.80

Quality Score = 5.54

From this test, I gathered the following conclusions how continuity of the keyword on the landing page can impacted the campaign

Conclusion: Maintaining continuity of keywords from the user’s search, ad copy, keyword in the ad group, and finally the landing page all contribute to the overall performance of the campaign. It increases CTR, impressions, clicks and Quality Score. Meanwhile, it decreases the average cost-per-click. Therefore, much strategy must be placed on ensuring the right keywords are in the right locations and at the right times.